Just How Powerful Is Packaging?

We often refer to packaging as a ‘silent salesman’ catching the eye of potential customers and enticing them to pick up your product for a closer look. The ways in which packaging influences consumers, both positively and negatively, have been studied by marketers for years, but how much of an effect does it really have?

We looked into some scientific studies to find out more…

Brain Activity

Research has been carried out to show the impact of packaging styles on brain activity and the results are interesting! Studies show that viewing attractive packaging caused more intense brain activity than when viewing neutral packaging. They also found that an attractive packaging design of a favourite brand can act as a rewarding stimulus within the consumer's brain and trigger the psychological motivations that influence repeat purchases - this is very true to food related items apparently! 

Decision Making

In one UK study, some 73 per cent of interviewed consumers said they rely on packaging to aid their decision‐making process at the point of purchase. Moreover, a majority of shoppers have tried a product simply because its packaging caught their attention, highlighting the importance of using your design to help your product stand out from the crowd.

Customer Perceptions

The Journal of Marketing and Consumer Research are very keen to know more about the impact packaging has on customers. They found that attractive, high-quality packaging directly impacts consumer purchase behaviour and can positively influence their perception of the product.

It was also discovered that packaging which communicates important information about the product’s origins and benefits, can positively impact a consumer’s decision to support the brand. The same study went on to suggest that regardless of the quality of the product, poor packaging can cause the product to fail in the long term with consumers assuming that poor quality packaging means a low-quality product. That’s quite a decision based on looks alone…

Summary

So, what does this mean for your business? At It’s a Wrap, we believe that packaging is one of the biggest selling points for any product and it’s essential that it conveys the right message. The marketplace has never been more competitive with consumers inundated with choice and options. Eye-catching packaging ensures your products stand out from the crowd leading to an immediate increase in sales. More than that the right wrapping encourages a sense of excitement and anticipation for customers, creating a positive association with your brand, and continuing to improve sales.

If you’re looking to improve your existing packaging speak to us for advice on creating your optimum branded greaseproof paper designs. Call 01327 301566